Digital Advertizing

Meaning

Digital Advertising

Lesson 1: Advertising

Meaning and definition of Advertisement

Advertising is a very common term known and used by many people almost every day. In every media and on every surface like trash box, sky, walls, public urinals etc. advertisements of many products are seen. It has become a part of human life, as macro concept representing the entire advertising industry and micro managerial concept standing for a specific managerial function of any organization intending to send information to other members of the society.

The term advertising has been derived from the original Latin word advertere, which means to turn the attention. Every piece of advertising turns the attention of the readers or the listeners or the viewers or the onlookers towards a product or a service or an idea. Hence, as explained by Sontakki, anything that turns the attention to an article or a service or an idea might well be called as advertising.

C.H. Sandge and V. Fryberger, meant advertising multidimensional - a powerful marketing tool, a component of economic system, a means of financing the mass media, a social institution, an art form, an instrument of business management, a field of employment and a paying profession.

Encyclopedia Britannica explained Advertising, as a form of communication intended to promote the rate of product or service to influence public opinion, to gain political support or to advance a particular cause.

American marketing association defined advertising as any paid form of non-personal presentation of ideas, goods or services by any identified sponsor.

However, advertising can finally be understood as mass communication as well as market communication process of influencing and convincing the customers or prospects to buy products or services with increased satisfaction to the customer and profits to the producer.

Digital advertising refers to any advertising that is created and displayed using computer technology such as digital radio, digital video and advertising online, which could involve branded computer games, sponsored or advertising on websites.

Digital advertising has become the new innovative way to achieve all marketing needs. The replacement of still, dull, non attractive posters with digital displays allows connecting messages with target audience. Dynamic and updatable content allow attracting, engaging and informing potential and exciting customers. Moving images and text, video and animation combine to deliver compelling content that enhances consumer's in-store experience.

Advertising is an important aspect of promoting almost any product, service or brand. Most of the dictionaries also refer to advertising as,

• an activity that involves the public promotion of goods and services or a brand or a company or an establishment.
• a business of drawing public attention to goods and services and their merits.
• a process that calls attention to a particular good or service.
• a process that makes publicity for a said subject (such as a good, service, product, brand, person, establishment, company or firm).

Thus, from the above definition it can be concluded that advertising is a task that involves making the public aware and conscious about the subject that is being advertised. Neo-classical economists and modern economists often criticize advertising by calling it as a profession that creates awareness about a product in the consumer's brain, which eventually leads to a craving to own that product. This continual process eventually leads to increasing demand and eventual scarcity of resources.